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01 02 03 04 05 06 07 08 09 10 12 13 14 15

Brand Structure Identity Management Logo Application Spacing Color Palette Typography Grid Systems Tone Imagery Wayfinding & Signage Winter Sports School Identity Navajo CafĂŠ Identity Kids Camp Identity Tiny Tracks Identity Table of Contents


01 Brand Structure

Brian Head is a family resort. We focus on providing quality ski trips to everyone, including those hitting the slopes for the first time. Set in Southern Utah’s backcountry, we embrace the natural beauty of Brian Head Peak and invite ski junkies and novices alike to enjoy the mountain. Table of Contents


02 logo

L O GO

using the logo The Brian Head logo embodies simplicity. The logo is to be used responsibly, and only under the correct brand guidelines outlined in this style guide. If printed on wood grain or other natural textures, the logo should remain a rich black. The mountain design should not be manipulated in any way.

WOR DM A R K

using the wordmark The wordmark may be used in place of the main logo where the mountain design will not fit, or on corporate or formal designs. The wordmark should only appear after the main logo has appeared on accompanying designs. Table of Contents


03 logo application BL ACK & W HI T E

C OL OR VA R I A N T S

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04 spacing

0.25X Proper Spacing Proper spacing, as outlined on this page, should always be applied to the logo. This spacing allows for the logo to be read correctly and reflects the brand well.

0.25X

X

0.25X 0.25X

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05 color palette

BRIAN HEAD COLORS Brian Head collateral should incorporate these colors in the correct Pantones to insure proper color printing and digitial translation. Pantone 7731 C is the base green, with Pantone 416 C, Pantone P 154-1 U and Pantone 5665 C used as accent colors. All body text should use a high contrast color palette for optimal readability.

Textures All signage and environmental graphics should be printed on a natural pine made from thin wood planks.

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06 Typography brian head typefaces Signage, large and environmental type should be set in DIN 1451 Mittelschrift. Any type over 36 pixels should also be set in DIN 1451 Mittelschrift. However, smaller sizes of DIN may be used as headings or where the designer deems appropriate. Body text and and collateral meant to be read as paragraphs should be set in Chapparal Pro. Italics and bolds can be used at the designer’s discretion.

Signage, Environmental Type; Larger than 36px DIN 1451 Std Mittelschrift Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Body text, Printed Materials; Smaller than 36px Chapparal Pro Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789

Signage

PRINTED MATERIAL

DIGITAL MATERIAL

SMALLEST

36 pixels

8 pixels

12 pixels

LARGEST

N/A

36 pixels

36 pixels

Type size guide This table shows how large type should be for the medium used. It is a guide, and sizes may be adjusted as appropriate.

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07 grid systems

grid example Sanihit ma solorestibus ab invelende pra sitiores num eos ercimillut quo dolo bea nonem ressitia dolutaeperro bla sitatquis eum delibus, nonse seque quia coris doloreped quia nihil id magnatu rionsec eperiat occatur sitem erovit, simus seque quis quost andus simagni aerchit eum niandist, quiam, se prempore laudae volupta sitatem quibusc idebis planim is sentur? Harum dolorem. Itatur? Ut et ute doloritam laborunt experitia natquia plibusda dolorrum essimin corerum sam.

Grid systems should be used wherever possible to unify collateral, especially multi-page projects and signage. Every grid should be based off the shape of the media, and using the golden rectangle is the best way to start a grid system. An example has been shown on this page. how to use the golden rectangle a

a

b

1

Begin with a square. Multiply the width of the square (A) by 1.61. The product is the width of the entire rectangle (A+B), onto which the square can be overlayed to begin the grid. Squares may be added to add more lines to the grid (1 & 2).

2

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08 tone

All media is to be targeted to families and novices. All material must be family friendly and convey the resort in a positive manner. Any copy should use a casual tone, using commonly used words and staying away from ski and snowboard lingo. The goal of any Brian Head marketing is to make all skiiers and snowboarders comfortable on the mountain and in the resort. Table of Contents


09 imagery Imagery should showcase Brian Head’s natural beauty. Outdoor shots feature snowy ground and blue skies, with natural light and little Photoshop retouching. Photographs should not be shot in studio. All portraiture should be taken on the mountain with a snowy background if possible. Landscapes should try to show the mountainside and skiing or snowboarding in action. No black and white photography should be used. Full page imagery should be used where possible.

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10 wayfinding & signage

All signage should be printed on pine wood signs with a metal border with all type in black. On secondary signs, the logo should appear smaller in Pantone 5665 C. All wording should be set at legible sizes, and adequate spacing around every element should be allowed. Table of Contents


11 wayfinding & signage

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12 winter sports school identity V E RT IC A L L O GO

HOR IZON TA L L O GO

The Winter Sports School logo should only be printed in black or Pantone 7731 C. The vertical stacked logo and the horizontal logo can be used interchangeably, according to what looks best on the media used. The snowflake icon should be used wherever the wordmark is used. All typography, colors and branding collateral should be styled the same as the Brian Head Resort brand. Table of Contents


13 navajo cafĂŠ identity V E RT IC A L L O GO

HOR IZON TA L L O GO

The Navajo CafĂŠ logo should only be printed in black or Pantone 7731 C. The vertical stacked logo and the horizontal logo can be used interchangeably, according to what looks best on the media used. The Navajo icon should be used wherever the wordmark is used. All typography, colors and branding collateral should be styled the same as the Brian Head Resort brand. Table of Contents


14 Kid’s camp identity

V E RT IC A L L O GO

HOR IZON TA L L O GO

The Kids Camp logo should only be printed in black or Pantone 7731 C. The vertical stacked logo and the horizontal logo can be used interchangeably, according to what looks best on the media used. The kid icon should be used wherever the wordmark is used. All typography, colors and branding collateral should be styled the same as the Brian Head Resort brand. Table of Contents


15 tiny tracks identity V E RT IC A L L O GO

HOR IZON TA L L O GO

The Tiny Tracks logo should only be printed in black or Pantone 7731 C. The vertical stacked logo and the horizontal logo can be used interchangeably, according to what looks best on the media used. The beanie icon should be used wherever the wordmark is used. All typography, colors and branding collateral should be styled the same as the Brian Head Resort brand.

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Brian Head Style Guide 2013  

Style guide for Brian Head Resort in Brian Head, Utah.

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